CFS revamps FirstWrap investor site


By Kristen Crawford

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Colonial First State (CFS) has unveiled its new-look FirstWrap secure investor website to enhance the client experience and improve accessibility, which in turn will save time for advisers.

The new site was part of CFS’s Future State Program and followed the upgrade of its adviser platform in 2013, CFS head of retail platforms Peter Labrie said.

When asked what would be the most valuable improvement made to the site, Labrie said usability and account information being readily available to clients were large components.

“[Further] for advisers, this will be a big time saver since it will allow their clients to self-serve and access information directly without having to go through them,” he told financialobserver.

“It will therefore free up a lot of time that they can utilise working for their clients in other areas.”

He said the development was simply a logical extension after CFS received positive feedback off the launch of the Adviser Dashboard last year.

“Building on the success of the Adviser Dashboard, for which FirstWrap was awarded best navigation and user interface in the Investment Trends ‘2013 Platform Report’, this enhancement reflects our commitment to supporting advisers and the relationship they have with clients,” he said.

“We thought we’d just extend the developments down the chain to deliver certain capabilities and facilitate improved accessibility for advisers’ clients also.

“The objective was basically making everything simple and user friendly, with everything they needed at their fingertips.”

The new site had improved the value CFS provided to its advisers, who used the website as part of their service offering to clients, he said.

“To keep up with the way investors prefer to access information, we have significantly improved the site’s accessibility by making it fully optimised for tablets,” he said.

CFS said it used a customer-centred design approach, in which it asked both investors and advisers what they would value on the new website.

“It was their [investors and advisers] feedback that contributed to the site’s final design,” Labrie said.

“We tested the prototype extensively with a number of advisers and investors to ensure that customers were the focal point of the design every step of the way.”

CFS said that through the new-look FirstWrap site, investors would have access to a comprehensive range of information about their portfolio, including a daily summary, a range of reports that comprehensively displayed account transactions, asset allocation, performance, income, capital gains and more.

Furthermore, the site will give investors ongoing account notifications for key events, an interactive portfolio balance and a brand new capability that will allow investors to access their Centerlink payment schedules.

Labrie said CFS planned to track the success of the site via anecdotal feedback from advisers and the site’s 53,000-plus client users.

Going forward, he said: “As we continue to develop the platform, such as the introduction of annuities via platform from next year, we will integrate these features into the investor site.”

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